Abstract:
This article reviews how South African marketers portray children in magazine
advertisements in two very distinct periods in the country's history,
namely before and after the ANC government came into power in 1994. A
longitudinal study (over a 17 -year period) was conducted to determine the
incidence, and how marketers in the new South Africa depict children of different
races in full page magazine advertisements. The relevance of the findings
for South African marketers is highlighted and suggestions for further
research are proposed.
AFRIKAANS: Hierdie artikel gee 'n oorsig van die gebruik van kindermodelle in tydskrifreklame
vóór en na die ANC-regering in 1994 aan bewind gekom het. 'n
Longitudinale studie is oor 'n 17-jaar tydperk onderneem om onder meer vas
te stel wat die voorkomssyfers is, asook die wyse waarop bemarkers kinders
van verskillende rasse in volblad-tydskrifadvertensies uitbeeld. Die relevansie
van die studie vir Suid Afrikaanse bemarkers word uitgelig, en voorstelle
vir toekomstige navorsing word gemaak.
